The Rise of 'Softer Media' and Our Involvement

In recent years, a significant shift has occurred among cultural institutions and organizations—they're now sharing content that was once considered internal, such as 'Thank You' videos and behind-the-scenes footage, with broader audiences.

This trend underscores a movement towards the authenticity and transparency that today's consumers demand in the digital age.

The Power of Authenticity

Authenticity is highly valued by consumers. According to Stackla's survey, 86% of consumers are more inclined to support brands that they perceive as authentic. Additionally, Sprout Social reports that 70% of consumers feel more connected to brands when their leaders are actively engaged on social media.

This engagement often involves 'Softer Media'—a style of content that's less polished yet more personal than traditional branded communications.

'Softer Media': Building Trust and Engagement

This aesthetic offers a unique opportunity for institutions to humanize their brand, revealing the hard work and dedication behind the scenes.

This approach not only enhances trust and credibility but also resonates well with audiences, often leading to higher engagement rates compared to more polished, branded content.

Striking a Balance

Implementing 'Softer Media' effectively requires thoughtful curation. While the content should be relaxed and genuine, it must also align with the organization's core values and maintain a professional standard. Emphasizing quality and focusing on crafting impactful stories are crucial to maximizing the benefits of 'Softer Media'.

Here's a perfect example: We recently worked on a video project for the City of Murrieta, where 'Softer Media' played a fun role. Even while maintaining a high-quality outcome, we wanted to capture a sense of humor and authenticity.

In the spirit of sharing a behind-the-scenes look, check out these bloopers from our "Connected by Laughter" video!

Harness the Potential of 'Softer Media'

Organizations looking to deepen audience connections and improve their public image should consider integrating 'Softer Media' into their communication strategies. Goodsides provides expert consulting services, helping develop content plans that resonate with target demographics and offering high-quality production that retains an authentic feel.

Are you ready to explore how 'Softer Media' can enhance your organization's engagement and transparency? Contact Goodsides today to learn how our experts can guide you through a successful 'Softer Media' strategy.

Let us help you connect more effectively with your audience, ensuring your message isn't just heard, but felt.